MAR. 21, 2017:
The results are in. Google’s latest report has revealed the top search term in beauty for 2017: ‘Masks have been most prominent in Japan over the past years as a sustained riser. The skincare trend was also a sustained riser in the US and France, but recently took off as a rising star in both markets. The trend has picked up quickly in the US…’
This increased popularity is widely attributed to growing knowledge and interest in Korean beauty skincare routines. Last month, Emma Stone’s makeup artist, Rachel Goodwin, created a social-media storm by posting a picture of the star using a Korean jelly lip mask ahead of the Golden Globes. And last year, Jodri Dreher (@itslikelymakeup) racked up over 50k views for her video trailing Ms Soho’s three-day Collagen Cleanse: Lip Plump, which is supercharged with 24k gold, while Sara Sampaio’s (@sarasampaio) Instagram post featuring a Mimi Luzon face mask gained over 100k likes!
Then there are clay masks, charcoal masks and oxygen/bubble masks. In the same way that glorious gold and shiny silver masks have gained traction online for their impactful, visual aesthetic, the all-black appearance of clay and charcoal masks is just as eye-catching. Madonna even made headlines in a video demo for her MDNA Skin Chrome Clay Mask. Oxygen/bubble masks are popular because the foam gently dissipates 10 minutes after application, in contrast to more painful peel-off methods.
But that’s not the only news. You know a trend is causing a stir when there’s media controversy surrounding it. Hello Giggles recognized the growing trend for make-your-own masks on Pinterest, noting that the rise was down to the simplified list of natural, easy-to-find ingredients, such as activated charcoal, matcha green tea and bentonite clay. However, news outlets have begun to question the safety of a home-produced peel off mask – see YouTuber Tiff from Tee Cee Videos’ ‘Charcoal face mask gone wrong’.
‘They effectively act like glue binding to the cells on the skin’s surface as well as any vellus hair,’ facialist and aesthetician Andy Millward told metro.co.uk. ‘In fact, there are loads of DIY versions of the mask on YouTube which literally are made from PVA Glue and charcoal powder.’
While dabbling with DIY is one thing, US website Health investigated the safety of branded peel-off products currently on sale. ‘The mask “sticks” to not just the blackheads, but also the skin and hair on the face,’ dermatologist Melissa Piliang explained. Washing the face beforehand, or only applying it to oilier areas of skin like your T-zone, can help make it less painful. In general though, the experts agreed that these masks do help unclog pores and absorb environmental pollutants, oil and dirt. So maybe it’s a case of no pain, no gain?
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